Jim Mahoney, president, said the website works like a dating website, matching up advertisers and television studios and cutting out product placement firms.

Mahoney said that Sony is looking for partners for its Wheel of Fortune and Jeopardy shows, and Fox is looking for promotional tie-ins and inserts for a top-rated sitcom DVD. Mahoney said the company has reached an agreement, in principal, with 25 different firms. A&E, Biography, and TheHistory Channel are other disclosed clients.

He said CEO Betsy Green, a former legal client when he was an entertainment attorney, came up with the idea after realizing how long it used to take for buyers and sellers to meet.

"The database lists different qualities of the show and what placements they're looking for," Mahoney said, adding the details get as specific as one wants. Brands then fill out information saying which demographics they want to reach.

Mahoney stressed that company would not try to broker the relationships, merely provide a way for both sides to meet.

"In essence, we want to become a Travelocity for this business," Mahoney said.